Fearless Girl … only 5.4% of Fortune 500 CEOs are women … yet companies with women in leadership perform better

May 31, 2017

To celebrate International Women’s Day 2017, McCann partnered with State Street Global Advisors to introduce the Fearless Girl to the world — a statue of a daring young girl, standing strong on Wall Street. Why? Because companies with women in leadership perform better. The Fearless Girl was dropped on Wall Street in the middle of the night and became a global phenomenon within 24 hours.

The Fearless Girl is a defiant symbol of female leadership, ambition and strength in response to the imbalance of men and women in leadership roles – 5.4% of Fortune 500 CEOs are women while only around a fifth of US cabinet positions are held by women. The sculpture was created by McCann New York for State Street Global Advisors as part of a campaign to get financial companies to add more women to their boards.

“We had to take a look at Wall Street and find a way to get people to rethink what leadership should be,” said Tali Gumbiner from McCann. “It’s been so historically male, and people – subconsciously or consciously – view male leaders as the backbone of successful financial companies. We couldn’t just do a print ad for the brief like that.” As well as going viral on social media, the campaign scooped up 18 Cannes Lions Festival of Creativity, making the Fearless Girl one of the most decorated campaigns in the history of the Festival.

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